A Study On Customer Satisfaction With Personal Finance Of CGB Bank Shenyang Branch

Retail banking has become one of the focuses of commercial banks along with China opening and reforming its financial markets, meanwhile successfully attaining customers, which is greatly influenced by whether customers are satisfied with the provision of banks’financial services, has also been the focus of competition among banks. The CGB Shenyang Branch is now improving its retail banking and considering the improvement of customer satisfaction to be the key of its personal financial services, but still facing troubles of customer dissatisfaction, such as excessive recommendation of financial products, credit card trap and default charge. In order to resolve those troubles, the thesis is intended to research into the customer satisfaction of retail banking in the Branch to find out critical issues, to analyze reasons and therefore to put forward proposals of future actions.The paper initially reviews literature and theories in the field of customer satisfaction, to conclude factors that influence customer satisfaction, including quality of financial products, service facilities, service employees and service responsiveness, which results in a preliminary indicator system involving19indicators for the evaluation of the Branch’s customer satisfaction. On such basis, a questionnaire is designed to collect primary data of customer attitudes of satisfaction and importance towards those indicators. By statistically processing those data through factor analysis, five common factors including financial product, employee quality, service performance, service facilities and complaint handing are determined and set as Level Ⅱ indicators. With Level Ⅲ indicators including15indicators filtered from the initial19by means of factor analysis, the final indicator system is constructed to for the evaluation.Evaluating the degree of customer satisfaction with indicators on each level employs weighted average score of satisfaction and corresponding importance for that indicator. The results show that customers are unsatisfactory with Level Ⅱ indicators of employee quality, service performance, financial product and complaint handing, with one or more unsatisfactory Level Ⅲ indicators in the corresponding Level Ⅱ ones. Looking behind the direct reasons leading to those dissatisfactions explores further reasons, including those related to the head of CGB such as faulty product design, restrictions of bank policy and incomplete complaint handing process, and others related to Shenyang Branch itself such as poor willingness of serving and insufficient ability of understanding and communicating led by incomplete employee training. The paper then applies an Importance-Satisfaction Matrix analysis, finding that financial product and complaint handing are major weaknesses because of high level of importance and low level of satisfaction, therefore calling for special stress on future improvement actions. Meanwhile poor employee ability of understanding and communicating also requires future improvement because it leads to low level of satisfaction on financial product and complaint handing. Accordingly, the thesis proposes that the Branch should enhance customer analysis, improve employees’ability to understand and communicate with customers and improve reception desk complaint handing.